Search results

The aim of this article is to introduce some analytical concepts suitable for ethnographers dealing with social media environments. As a result of the growth of social media, the Internet structure has become a very complex, fluid, and fragmented space. Within this space, it is not always possible to consider the "classical" online community as the privileged field site for the ethnographer, in which s/he immerses him/herself. Differently, taking inspiration from some methodological principles of the Digital Methods paradigm, I suggest that the main task for the ethnographer moving across social media environments should not be exclusively that of identifying an online community to delve into but of mapping the practices through which Internet users and digital devices structure social formations around a focal object (e.g., a brand). In order to support the ethnographer in the mapping of social formations within social media environments, I propose five analytical concepts: community, public, crowd, self-presentation as a tool, and user as a device.

This study examines the ways in which and reasons why the remaining Member States of the European Union, the EU 27, communicated about Brexit on the most popular social media in politics – Twitter, by drawing on a multi method examination of UK-based EU 27 diplomatic entities' Twitter practices during the process of Brexit negotiations. The findings suggest that the EU 27 maintained message consistency on the topic of Brexit on Twitter, supporting the EU's negotiating position, demonstrating internal cohesiveness and potentially contributing to the EU's effectiveness in the Brexit negotiations. Our study also reveals that the framing of Brexit on Twitter was deliberate and strategic, but with a range of different motivations behind the promotion of certain frames. Finally, Twitter is seen by diplomats as a tool conducive to meeting public diplomacy's aim of relationship-building, but not one to be used for advocacy and influencing interpretation of controversial Brexit issues.

This study examines the ways in which and reasons why the remaining Member States of the European Union, the EU 27, communicated about Brexit on the most popular social media in politics – Twitter, by drawing on a multi method examination of UK-based EU 27 diplomatic entities' Twitter practices during the process of Brexit negotiations. The findings suggest that the EU 27 maintained message consistency on the topic of Brexit on Twitter, supporting the EU's negotiating position, demonstrating internal cohesiveness and potentially contributing to the EU's effectiveness in the Brexit negotiations. Our study also reveals that the framing of Brexit on Twitter was deliberate and strategic, but with a range of different motivations behind the promotion of certain frames. Finally, Twitter is seen by diplomats as a tool conducive to meeting public diplomacy's aim of relationship-building, but not one to be used for advocacy and influencing interpretation of controversial Brexit issues.

Of approximately 40 billion photos posted on Instagram, only 282 million are selfies—just 0.7%. Thus, for all its zeitgeisty appeal, the selfie is in fact a niche phenomenon in the larger context of Instagram genres. Noting this fact, we identified an opportunity to engage with scholars from all over the world with the challenge of proposing new theories and approaches capable of unlocking the full socio-anthropological potential of Instagram. As the articles collected in this special issue testify, Instagram has an enormous impact on people's everyday lives on many levels—socially, culturally, economically, and politically—and so, indubitably, it deserves rigorous academic attention. Given the scale and complexity of these impacts, studying Instagram poses different kinds of challenges and many gaps are still to be filled. With this special issue we don't claim to resolve all the issues noted above. More modestly, our goal is to kick-start a fruitful conversation among social media scholars interested in furthering Instagram studies.

This study employs digital methods in conjunction with traditional content and discourse analyses to explore how the US President Donald Trump conducts diplomacy on Twitter and how, if at all, diplomatic entities around the world engage in diplomatic exchanges with him. The results confirm speculations that Trump's diplomatic communication on Twitter disrupts traditional codes of diplomatic language but show little evidence that new codes of diplomatic interactions on social media are being constructed, given that other diplomatic entities around the world mostly remain within the confines of traditional notions of diplomacy in (not) communicating with Trump on Twitter.

Abstract
The concept of brand community has been used to understand how consumers create value around brands online. Recently consumer researchers have begun to debate the relevance of this concept for understanding brand-related communication on social media. Based on a data set of 8949 tweets about Louis Vuitton gathered on Italian Twitter in 2013, this article addresses these discussions by developing the alternative concept of brand publics that differ from brand communities in three important ways. First, brand publics are social formations that are not based on interaction but on a continuous focus of interest and mediation. Second, participation in brand publics is not structured by discussion or deliberation but by individual or collective affect. Third, in brand publics consumers do not develop a collective identity around the focal brand; rather the brand is valuable as a medium that can offer publicity to a multitude of diverse situations of identity. The conclusion suggests that brand publics might be part of a social media–based consumer culture where publicity rather than identity has become a core value.

Despite growing interest, there is a shortage of research about the methods and challenges that concern researching ephemeral digital content. To fill this gap, the article discusses two research strategies to study Instagram Stories. These allow users to share moments of their everyday lives in a documentary and narrative style; their peculiar feature is ephemerality, as each Story lasts for 24 hours. The article (a) explores how to bypass the Instagram API closure and (b) engages in an attempt at 'circumventing the object of study', taking advantage of how individual users archive Instagram Stories on other platforms (here, YouTube). In so doing, we contribute to the debate that seeks to innovate and 'repurpose' digital methods in a post-API environment. Besides the methodological utility, we show the tension between ephemeral content and archive cultures, and raise epistemological and ethical concerns about the collection, analysis and archival of ephemeral content.

The spread of Covid-19 virus all over the world has been accompanied by the online circulation of a relevant number of fake news. In this regard, the World Health Organization coined the term infodemic, that is, "an epidemic of misinformation - spreading rapidly through social media platforms and other outlets that poses a serious problem for public health" (Zarocostas, 2020). In this short essay, we explore the processes of circulation of fake news within the Italian Twittersphere during Covid-19 emergency. Drawing upon the analysis of 7,237,581 tweets, based on a digital methods approach, we conclude that it is not possible to observe a real infodemic within the Italian Twittersphere. Only 1,44% of the tweets collected are fake news, plus they circulate only in very specific periods and within closed communities. Furthermore, the 61% of fake news deals with the topic of immigration: false information that put the blame of coronavirus diffusion on migrants do not represent, per se, a threat to public health; instead, they are part of the strategy adopted by Italian right-wing populist movements to get online visibility for political purposes. In the conclusion, we also propose a reflection on the characteristics and potentials of real-time social research, arguing that it can give a fruitful and authoritative contribution to enhancing the online public debate on contemporary social issues.

This book offers a unique methodological guide for social and marketing scholars interested in understanding and using digital methods to explore the processes of platformisation of consumer culture unfolding on digital media. The book introduces the reader to key digital methods concepts, strategies, and techniques through a set of ad hoc case studies focused on the most prominent digital platforms (such as Facebook, Spotify, or TripAdvisor) as well as emerging trends in digital consumer culture (such as, the consumption of nostalgia, the radicalisation of taste, or ephemeral consumption).

This special issue, together with this position paper that accompanies it, aims at providing a comprehensive framework to address this issue, introducing and theorizing the concept of platformization of consumer culture. The overarching scope of this essay is to discuss what is distinctive of the process of platformization in relation to consumer culture (and research); what are its most important aspects, its critical controversies, its innovative dimensions and main risks. Accompanying this positional essay are the seven exceptional contributions that compose the special issue, which we believe will come to represent a pivotal reference in the quest to address this phenomenon. These showcase the manifold empirical, semantic and methodological dimensions of this emergent phenomenon, concurring to define the key dimensions that identify, describe, and explore the ways in which consumer culture has been "platformized," from the perspective of consumer culture theory. Specifically, we identify four key "tensions" characterizing the platformization of consumer culture: datafication vs liquification; standardization vs ephemerality; interaction vs mediation; immateriality vs materiality.

The digital transition poses relevant challenges and opportunities for older adults in aging European societies. To unleash the potential of the digital transition in old age and avoid the risk of exclusion, digital education for older adults seems to be a valuable solution. One of the most suitable approaches to digital education for older adults appears to be the peer-to-peer approach. However, not much literature is available on this topic. Within the ACTIVE-IT project, we aimed to design, implement, and evaluate a digital peer education course for older adults, focusing specifically on the use of smartphones and daily utility apps, such as mailing, e-Gov, and e-commerce. The purpose of this contribution is to document the protocol adopted to evaluate the course. The course involved 32 participants aged 65 or older, who, between March 2024 and June 2024, divided into three groups, attended a 10-lesson weekly course taught by a peer. We aim to measure the effect of the course on participants' digital skills and their perceived wellbeing. To do so, we will adopt a mixed methods approach, employing: digital methods by collecting and analyzing data on participants' smartphone use (i.e., log data on smartphone use before/during/after the intervention); a quasi-experiment, collecting information on course participants' wellbeing before/after the course attendance using a questionnaire survey; ethnographic observation conducted during the course, observing interactions between subjects during the course. The study has been approved by the Ethic Committee of the University of Milano Bicocca (prot.nr. 167541/2024).